History Has Its Price at Reagan Library Gift Shop

The Republicans just lost the White House. Historians are attacking Ronald Reagan’s economic theories and questioning the direction of his leadership in the 1980s. In some circles, the Teflon President is finally getting scuffed.

But in the hills overlooking Simi Valley, in the spacious gift shop next to the colorful museum that pays tribute to Reagan, the former President is still flashing his sunniest movie star smile.

It is there on the covers of his autographed books, selling for $50 apiece. It is on the $1.25 key rings that read “California Is Reagan Country.”

Nearby, his distinctive signature graces golf balls, yo-yos, playing cards, coffee mugs and necktie clasps.

Such is the inventory of the gift shop at the Ronald Reagan Presidential Library, a treasure trove of memorabilia honoring the 40th President and his First Lady.

With the traditional holiday shopping season in full swing, the store’s salespeople say they expect their cash registers to be busier than usual.

For die-hard Reagan buffs, the shop provides stocking stuffers galore, one-of-a-kind gifts that will probably never surface at the shopping mall.

For the cowboy in the family, how about a $29.50 brass belt buckle depicting a bucking horse and rider in front of the White House? The inscription on the front boasts “The Buckaroo Stops Here,” while Reagan offers “Best Wishes” on the back.

Shoppers with more refined tastes might prefer the $110 pewter plate bearing the etched signatures of the five American Presidents who took part in the library’s historic opening ceremony last year.

If money is no object, the shop sells a $55,000 collection of 12 bronze saddles created by sculptor Paul Rossi. Reagan kept a set of these saddles in the Oval Office.

Each piece of merchandise was selected by Doris Fields Heller, the former Beverly Hills department store manager who oversees the gift shop. Heller says she measured each item against three yardsticks.

“It had to represent the office of the President of the United States,” she said. “Second, it had to represent the man called Ronald Reagan. Third, it had to represent history--or I did not select it.”

The nonprofit shop is operated by the Ronald Reagan Presidential Foundation. The operators declined to release sales figures but said all proceeds help maintain the library and museum.

The gift shop is part of the 153,000-square-foot Ronald Reagan Presidential Library and Center for Public Affairs. During its first 12 months, more than 300,000 visitors flocked to the scenic hilltop complex.

Before leaving, many made purchases at the store. “We’re not really a souvenir shop,” said Robin Albanese, an assistant manager. “It’s taking home a memory.”